By measuring how much a message is amplified downstream, and by whom, Twitter can take advantage of asymmetric communication patterns inherent in microblogging. But to do this, it needs to formalize how message amplification — Retweeting — takes place. This video excerpt from the Web2Expo “Communilytics Bootcamp” shows how this works, and may help explain why Twitter implemented Retweet functionality the way it did despite complaints from users.

Duration : 0:2:11

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Technorati Tags: amplification, Complete Web Monitoring, measure, message diffusion, Pagerank, Retweet, Social Media, twitter, viral message, Watching Websites, Web2Expo